domination aug 2013

DOMINATION A

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3 NEWSLETTER FROM DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

VOLUME-III ISSUE-05

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Editorial ………………………………………………………

02 | DOMINATION, AUGUST 2013 DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Dear readers,

It is the month of August and

session is now on full swing.

With the blistering heat behind

our backs and the pride of Inde-

pendence Day in our heart, we

present another thought provok-

ing edition of DoMination.

This edition presents an inter-

esting set of articles from a di-

verse range of topics. The cover

story is based on one of the

most important topics of recent

times, Oil & Gas in India.

Sharad Srivastava discusses the

current status of oil and gas in-

dustry and its future outlook.

Another equally thought pro-

voking article is from Rohan

Krishnan on the subject of Hu-

man Resources – issues and Fu-

ture Trends. Here the author

tries to deliberate on some of

the key issues faced by HR

function. On financial front, ad-

ministration is always an im-

portant aspect of any type of

business. The characteristics,

trends and issues of Financial

Administration are captured by

Nilaya Shankar in the present

edition.

It is always good to hear from

the industry experts. We pre-

sent you the interview of Su-

shant Vashistha, a 2009 batch

pass out alumnus of DoMS and

currently working as a Market

Manager at Infosys. We also

have success story of Prasoon

Joshi, a well-known name in

the field of advertising and me-

dia industry. Their experiences

would benefit the future manag-

ers in developing their skill

sets.

Apart from these stimulating

pieces, DoMination also has a

creative face to show off. The

present edition presents a beau-

tiful poem from Soumyaranjan

Nayak. The next round of quiz

is like icing on the cake. This

month also saw Exuberance,

the official sports meet of

DoMS, IIT Roorkee. It was a

ice breaker between the batches

and displayed healthy competi-

tion from the participants. It al-

so contributed to the all round

development of students.

We hope that the current edi-

tion would be liked by you. We

are constantly working on mak-

ing DoMination better and your

support and guidance is always

welcome. Please provide your

feedback and comments on the

edition. Happy Reading....

………………………………………………………

- Regards

Team DoMination

Contents

Faculty Adviser

Dr. R.L. Dhar

Team DoMination

Abhay Kumar

Arun George

Nilaya Shankar

Priyank Singhal

Rohan Krishnan

Saurabh Paul

Sharad Srivastava

Designing Team

Ashish Kumar Jaiswal

Dhruv Kadian

Rakesh Ranjan Kumar

Roorkee- 247 667, India Tel: +91-1332-285014, 285617 Fax: +91-1332-285565 Email: [email protected] Website: www.iitr.ac.in/departments/DM/Pages/Index.html For private circulation only

DEPARTMENT OF MANAGEMENT STUDIES INDIAN INSTITUTE OF TECHNOLOGY ROORKEE

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Oil and Gas Industry in India

Financial Administration

Human Resourse: Issues and future trends

Qutopia

DoMS da Evince

22

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Success Story

16

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16

11

Chlorophyll

13

20

Spotlight

26

mailto:[email protected]?subject=Feedback

http://www.iitr.ac.in/Departments/DM/Pages/Index.html

http://www.iitr.ac.in/Departments/DM/Pages/Index.html

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Oil and gas are the most im-

portant energy source. They

produce power for our homes

and factories, run our cars,

ships, railways and also provide

plastics and other synthetic

material that in the modern

world, we often take for grant-

ed. Like any other industry, the

oil and gas industry comprises

of various activities in its value

chain and broadly classified as

upstream, midstream and

downstream processes.

Upstream: It includes the

searching for potential crude

oil underground or underwa-

ter. This also applies to natural

gas fields, to search for poten-

tial gas field. This stage also

consists drilling for exploratory

wells, subsequently drilling,

and operating the wells that

recover and bring the crude oil

and/or raw natural gas to the

surface. With the development

of methods for extracting me-

thane from coal seams, there

has been a significant shift to-

ward including unconventional

gas as a part of the upstream

sector, and corresponding de-

velopments in LNG processing

and transport.



Cover Story

Perspective | Chlorophyll | Qutopia | DoMS da Evince | Success Story | Regardez I’economie | Spotlight

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04 | DOMINATION, AUGUST 2013

Midstream: This sector in-

volves the transportation, stor-

age and marketing of the vari-

ous oil and gas products pro-

duced by natural gas pro-

cessing plants and by petrole-

um crude oil refineries. The

midstream operations are

often taken to include some

elements of the upstream and

downstream sectors. For exam-

ple, the midstream sector may

include natural gas processing

plants which purify the raw

natural gas as well as removing

and producing elemental Sul-

phur and natural gas liquids

(NGL) as finished end-products.

Downstream: The downstream

sector commonly refers to the

refining of petroleum crude oil

and the processing and purify-

ing of raw natural gas, as well

as the marketing and distribu-

tion of products derived from

crude oil and natural gas. The

downstream sector touches

consumers through products

such as gasoline or petrol, ker-

osene, jet fuel, diesel oil,

heating oil, fuel oils, lubricants,

waxes, asphalt, natural gas,

and LPG as well as hundreds of

petrochemicals. Midstream op-

erations are often included in

the downstream category and

considered to be a part of the

downstream sector.

An Overview: Oil and Gas is

one of the six core industries of

India with approx. 15% contri-

bution to GDP (as per Ministry

of Petroleum Data). According

to FICCI, around 45% of total

energy need is catered through

oil and gas. To keep its econo-

my running, India’s energy con-

sumption is on the rise. In

2011, India became 4th largest

consumer of oil (with 3.9%

share) and 12th largest consum-

er of natural gas (with 1.90%

share) in the world. Recently

India government is focusing

on LNG to meet its energy

needs. World LNG Report 2011

mentions that India became 6th

largest LNG importer with a

share of 5.3% of total world im-

ports.

Of the total oil reserves,

around 53% are Onshore and

rest 47% are offshore reserves.

For total gas reserves, around

30% are Onshore and rest 70%

are offshore reserves. This is

the focus for government with

100 – 120 billion USD invest-

ment opportunities for next 5-

10 years. This segment is domi-

nated by government oil com-

panies (GOCs) with little but

growing private participation.

ONGC is a clear leader in this

segment with more than 65%

share in total oil and gas pro-

duction. Other players are OIL,

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Proven Reserves Production Consumption

Quantity Rank in

world

Quantity Rank in

world

Quantity Rank in

world

Oil 5.61BnBbl 21 990.18ThBbl/day 21 3421.75ThBbl/day 4

Gas 40.75 TCF 22 1426.03 BCF 19 2075.52 BCF 14

Source: US Energy Information Administration

Table: O&G data for India (upto 2012)


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reliance and Cairn Energy.

India also has a vast network of

37000 km of pipelining net

work of which 15000 km is for

gas transportation. This seg-

ment provides 100 – 110 billion

(approx. 60000 crore) USD op-

portunities in coming 15-20

years. This sector is also led by

GOCs like IOCL and GAIL.

In downstream segment, India

has a total of 22 refineries with

a total capacity of 215.066 mil-

lion tons. There are 11 refinery

expansion plans proposed in

2012-2017 adding a capacity of

50.6 million tons. Apart from

them, 3 new refining facilities

are planned for catering to 30

million tons. The immediate

ones would be located in

Pardip (Orissa) and Cuddalore

(Tamilnadu). As like others, this

segment is also led by govern-

ment enterprises. IOCL along

with its subsidiaries commands

48% market share in this seg-

segment. However the compe-

tition is more in this segment

with Reliance and Essar pre-

senting considerable market

challenge to existing players

like IOCL, BPCL and HPCL. In-

fact, India’s biggest three refin-

eries in terms of refining capac-

ity belong to private sectors.

Environment Analysis of India

It is important for any

country to provide a favourable

environment for growth of any

industry. The environment can

be created and affected by a

variety of factors such as politi-

cal, economic or technological.

Fortunately India passes the

test on most of the counts. It

has a stable democratic setup

with good economic health.

India enjoys cordial relations

with almost every other nation.

It has a GDP OF $1.842 trillion

in 2012 (per World Bank) and is

already one of the top 10 econ-

omies of world. On PPP basis, it

fares even better with GDP at

$3.84 trillion and a very good

rank of 3. Many believe that

India’s future is very bright. In-

dia is on second spot after Chi-

na in population and has a rich

technological and human re-

sources. English is also one of

the bright factors whose popu-

larity and usage is growing by

every day. It also has a decent

132nd rank in Ease of Doing

Business, out of 185 econo-

mies. Government of India is

seriously pursuing foreign in-

vestment and oil and gas is one

of the core industries on its



………………………………………………………

Segment Company Type

Upstream Oil and Natural Gas Cor-

poration

State owned

Oil India Ltd. State owned

RIL Private

Cairn Energy Private

Midstream Indian Oil State owned

Gas Authority of India State owned

Downstream Indian Oil State owned

Bharat Petroleum State owned

RIL Private

Hindustan Petroleum State owned

Essar Oil Private

Table: Top players in Indian O&G sector


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agenda. Some states such as

Gujarat is fast developing as a

regional hub for Oil and Gas

business and already in news

for heavy foreign investment.

Additionally some of the issues

(example: local content laws)

which is frequent in oil and gas

business are not in India.

Future Scope of O&G in India

The future of oil and gas

business in India is certainly

bright. With government en-

couraging this sector, private

players coming up and other

consideration like geopolitics,

one can only be optimistic. It is

a recession proof industry by

its very nature and due to the

never ending demand of ener-

gy. Government is also diversi-

fying its energy supply with in-

creased focus on LNG and oth-

er non conventional sources.

Nuclear energy is one area

where lot of stress is given.

However oil and gas will re-

main as the main source of en-

ergy in near future. If we look

at the EICdata for Indian oil and

gas industry projects, upstream

comes out as a segment with

maximum opportunity. Particu-

larly offshore projects are the

ones where one should look at.

Going by the value chain, this

sector will put an upward pres-

sure on other segment and we

can expect all round growth.



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By- Sharad Srivastava DoMS, IIT Roorkee (2012-2014) [email protected]


mailto:[email protected]

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In today's perspective

Human Resource (HR) has tak-

en on a completely new mean-

ing. Not so long ago HR was

considered to be nothing more

than a support function. It was

a “go to” when problems crept

up in an organization. Today

however, the role of human

resources has become more

proactive just like every other

function in any organization.

Today like all other functions,

the human resource function

has become one of the contin-

uous improvements.

Dr. Pallab Bandhyopadh-

yay, the Chief Peoples Officer

at Cambridge Solutions talks

about the three different gen-

erations of people: Generation

X which includes those born

between the years 1960 and

1975. These would be the peo-

ple who are at the CEO or top

HR positions in the industry to-

day. Then we have Generation

Y which includes those people

who were born between the

years 1975 and 1990. These

people would currently be at

lower positions or in the inter-

mediate stage between middle

management and top manage-

ment levels. Finally we have

Generation E which includes

those born post 1990. These

people would just about be

ready to enter the corporate

world. There is a vast differ-

ence between the thought pro-

cesses of these three genera-

tions. The train of thought has

shifted from the more tradi-

tional “By the Book approach”

to a more innovative type of

approach. Generation X would

see things more in binary for-

mat as right or wrong. Genera-

tion E believes more in the plu-

rality of life. It is thus important

that Generation X who would

very soon be leading Genera-

tion Y and E start getting accus-

tomed to their ways of think-

ing. Today the organization is

more about


Perspective

Human Resource– Issues and Future Trends


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Human Resource– Issues and Future Trends ………………………………………………………people rather than the jobs

they perform. It is universally

believed that if you have the

right person on the job, you do

not need to worry about per-

formance and results. They are

usually a byproduct of having

the right workforce. Thus to-

day's HR strategy cannot be

what it was ten years ago .

Some of the Key issues faced

by Human Resource Depart-

ments in Organizations today

are as listed below:

1. One of the biggest prob-

lems faced by HR today is

the huge population pool

that they have to fit into hu-

man resources. This is a gar-

gantuan problem in our

country. It may seem that

this cornucopia of people

would serve as a boon how-

ever it is actually creating a

problem in selecting the

right person for the right

job. The bigger the basket

to choose from the more

the likelihood of error in se-

lection.

2. As they say these days “The

only constant around is

change”. The demands in

every industry keep chang-

ing by seconds. Technology

life cycles have also reduced

drastically over the last few

years. With all these chang-

es happening at such a fast

pace, human beings find it

difficult to perform and

keep up at their jobs .Thus,

training and development

on a continuous basis has

become the need of the

hour. This has in turn be-

come an added responsibil-

ity for the HR at any compa-

ny. The HR constantly needs

to ensure that every mem-

ber of staff is being subject-

ed to the precise training

and development program

whilst on the other hand

balancing costs of the or-

ganization.

3. These days money is not

the only factor which keeps

employees motivated and

satisfied. Today HR needs to

apply Maslow's need theory

to every employee in the

organization and figure out

ways to keep them motivat-

ed and satisfied. Organiza-

tions are realizing that if

they fail to do so it does not

take an employee long to

find these elsewhere. An-

other factor plaguing the

HR is that these needs keep

on changing from time to

time.

4. Today with Cutthroat com-

petition on the rise in every

industry, it is important that

HR hires those individuals

who are willing to make a

long term commitment to

the organization so that the

costs to the company can

be overcome. This can be

done by offering incentives

and plans to employees

based on their require-

ments.

5. Another very important

task of HR in any organiza-

tion today is to build up a

competitive advantage for

that particular organization

over its competitors. HR

needs to do whatever it can

to keep the organization

alive.

6. Even though we keep

stressing the importance of

people, for any business to

sustain today money is a

crucial factor. Every busi-

ness is set up to earn

profits. One way of improv-

ing profits is by cutting

costs. It is imperative that

the HR carries out all its en-

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE 09 | DOMINATION, AUGUST 2013


………………………………………………………

……………………………………………………… keeping in mind the associ-

ated costs. Hence HR must

work together with the Fi-

nance vertical to ensure

that a balance is main-

tained. This is true of all

functions and hence the

matrix structure has been

adopted at most organiza-

tions today.

7. Right Sizing has become an-

other very popular trend

these days in most organi-

zations. Organizations today

believe in having just the

right amount of staff re-

quired to carry out day to

day business. This may

sometimes involve a few

doing the work of more

than one person. At such

times it is important that HR

retains the right employees

or lets go off the right em-

ployees. This is a difficult

decision which can impact

the organization either very

positively or very negative-

ly.

8. In today's day and age it is

not uncommon for one or-

ganization to help out an-

other either by acquiring it

or by merging and con-

ducting business together.

This creates an amalgama-

tion of cultures and policies

and it is the responsibility of

HR to ensure that a balance

is created. It is up to the HR

to ensure that a final set of

policies and culture is

agreed upon which is in the

best interest of the new or-

ganization formed.

9. Globalization has also be-

come very common these

days. All companies look

forward to expand their

businesses to foreign lands

once the local demand has

saturated. Here HR needs to

train employees, make

them understand the for-

eign culture and prepare

them for the assignment. It

is imperative that HR also

provides them with moral

support to better help them

tackle the challenges faced

in the foreign land and also

give them an assurance of a

job on their return.

10. Another issue faced by HR

today is the rise of Multina-

tional companies. These are

again an amalgamation of

different cultures and mak-

ing sure that all these cul-

tures co-exist in harmony is

a prime duty of HR.

These are some of the major

issues faced by the Human Re-

source functions in most organ-

izations. It is clearly evident

that Human Resources today

have a lot more on their plates

than they did a few years ago.

They have become a lot more

involved and a much more in-

tegral part of the organizations.

So much so that today Human

Resource is not just a delivera-

ble of the HR functions but also

of every other function in the

organization. If an organization

expects to function without any

glitches, they require that Hu-

man Resources play a vital role

by being proactive in their ap-

proach and look for continuous

improvement in all their activi-

ties.


Human Resource– Issues and Future Trends


By-

Rohan Krishnan

DoMS, IIT Roorkee (2012-2014)

[email protected]



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Is this life? Standing on the edge of knife Deciding where to go And what to sow If a step goes wrong It takes so long To correct To resurrect Where does life go, Is it a rainbow Or a flowing river Which always meets the shore Why life so complex So perplex Its difficult To start after sudden hault

Chlorophyll ………………………………………………………Its wise to learn, its GOD like to create


Why Life is Such?????????

Who rules my life Why is it so rough Am I a born failure Lacking strength and se-cure Is failure a moment Or a continuing incident From which coming out Is difficult enroute Why am I so discontent Is it a predicament Or I am discontent Because I am insuffi-cient What’s success in life What are its types Does it come with birth Or we need to search it on earth


Does a single step Decide my life And nothing can be done After time is gone Am I special Born to rule all Or am I a common With a silent tone Why to fight This battle day and night To surpass others Injuring my own brothers Can’t we just sit Resting a bit Enjoying nature With full rapture

People say In many ways Child is a white paper Requires a perfect shaper. What I learnt here Not to respect, but fear Not to clean, just clear With nothing returned, pains to bear. Will I end like this Being a good useless Running for throne And end up as rusty goon Defeated in life Harassed in life Sucked by life Tormented by life

By-

Soumyaranjan Nayak

DMME, IIT Roorkee (2013 - 2015)

[email protected]

Chlorophyll Its wise to learn, its GOD like to create ………………………………………………………

………………………………………………………DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE 12 | DOMINATION, AUGUST 2013



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Qutopia ………………………………………………………

It’s Exquizite, Kills your Quriosity and adds to your Quizdom. Need we say more? ‘Qutopia’ – A Utopia of the best Biz Quiz Tidbits to wreck your brains! Rush in your answers to [email protected] before 10st September, 2013. The winner will have their names published in the next issue. Also, person getting the highest score in the current quarter will get a gift voucher. Answers in the next issue of DoMination.

Section A (1 Point for each correct answer)


1.In October 1931, lights in US were dimmed for a minute as a mark of respect for an

individual. What had happened?

2.Who said this line and for whom, Generations to come will scarcely believe that such a

one as this (Gandhi) walked the earth in flesh and blood.....”

3.Which ministry is associated with MCA21 project in India?

4.Assets that have experienced a significant drop in value and lack an active market

where they can be sold, are called ........................................

5.Which was the first car company to invent car bags for car safety during accidents?

Which company was earlier known as Andersen Consulting?



http://www.investinganswers.com/financial-dictionary/economics/market-3609

………………………………………………………

Qutopia ………………………………………………………


Section B (2 Point for each correct answer)

1) Identify the famous TV serial by the below picture.

2) Identify the brand by the logo given below

4) Identify the below personality.

3) Identify the country by its flag.


Qutopia ………………………………………………………

Section A 1. The Doon School, Dehradu 2. Gluco Cola by Parle 3. Monopsony 4. Central Bank of India 5. Lucknow 6. Fed Ex 7. J. K. Rowling, Author of Harry

Potter Series

1. AT&T

2. Constantine

3. La Tomatina

4. Elvis Presley

Answers for July edition

Winner of July edition

Sumit Kapoor DoMS, IIT Roorkee (2000-02)

15 | DOMINATION, AUGUST 2013 DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Perspective | Chlorophyll | Qutopia | DoMS da Evince | Success Story | Regardez I’economie | Spotlight ………………………………………………………

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DoMS-da-Evince

Sushant Vashistha is a 2009 batch pass out of DoMS and

presently working as a Market Manager at Infosys.

Q: Please let us know about

your journey prior to joining

IIT Roorkee.

Response: So the journey be-

fore IIT Roorkee was focused

much on academics and doing

decently in Engineering in the

hope of landing up a job in the

much aspired IT sector.

I did my engineering from Del-

hi (IP University) worked for

about a year in IT as a software

developer and then decided to

bite the MBA bullet. It’s funny

how things can change so sud-

denly sometimes. It’s hard to

believe now that at a point in

time I was dreaming about do-

ing Phd in Organic Chemistry

and at another point I was that

close to pursuing MS or

MTech.

Q: How was your summer in-

ternship at Sun Microsys-

tems?

Response: Well actually I did 2

internships – 1 month winter

internship at The Apollo Hospi-

tals Group, Mumbai and 2

months with Sun Microsystems

in my summers. Both were at

the extreme end of the spectrum

in terms of the kind of work I

did and the learning I got.

At Apollo, my assignment was

to work as a management con-

sultant with a particular fran-

chise of “The Apollo Clinic”

that was not doing that well and

help them identify bottlenecks,

concern areas as well as new

revenue streams and ideas to

improve their business. It also

included mapping out the com-

petition around that clinic and

had me explore the suburbs of

Andheri and nearby areas.

Sun Microsystem was com-

pletely other end of the spec-

trum. I worked with the Coun-

try Head of Govt. Strategy at

Sun on 3 different assignments

there – helped in putting up a

business case together for a big

proposal, a more research driv-

en assignment that actually ma-

terialized in a white paper that I

co-authored with my mentor

and finally an interesting as-

signment on developing a futur-

istic operational and regulatory

framework for utility compu-

ting. Some of the things I

learned during these have been

coming in extremely handy to

me even today.

Q: What are your roles

and responsibilities at In-

fosys?

Response: In my present role at

Infosys, I am a product market-

ing lead. For simplicity’s sake,

you can equate it to a product

marketing manager / brand

manager but in a B2B scenario.



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DoMS-da-Evince ………………………………………………………

I take care of all the marketing

activities for some of the soft-

ware products coming out of

our product incubation unit.

My responsibilities include con-

ceptualizing and developing

product positioning, value

proposition for these products,

doing global launches, concep-

tualizing and executing demand

generation and awareness

campaigns for both internal au-

dience and external prospects /

clients and manage the PR and

Analyst Relations.

Q: How your experience at In-

fosys is different from Bajaj?

Response: There are obvious

differences inherent in the B2B

(Infosys) Vs. a B2C (Bajaj) sce-

nario. From a more conceptual

standpoint, the fundamentals

of marketing remain the same;

however, the channels, mar-

keting mix and the messaging

elements differ drastically. One

of the major differences lie in

the fact that in a B2C space like

Bajaj, you are much closer to

your consumers while in a B2B

scenario, especially a global

one like at Infosys, knowing

your consumers is a challenge

as you are away from the

ground zero. The communica-

tion is much more formal and

direct in B2B as against the B2C

which feeds a lot on the psy-

chographic and behavioral as-

pects of the consumer lifecycle

allowing scope for informal ele-

ments.

On a lighter note, Bajaj was a

lot more glamorous form of

marketing - working with TV

channels, production houses

and mass events like college

fests and rock shows while at

Infosys, it is all about influenc-

ing the top line directly and

hence more formal and busi-

ness focused approach.

Q: What changes do you see in

customer expectation, particu-

larly in IT industry?

Response: I think there are

clearly 2 core themes emerging

in the way IT is being used and

considered today – One, the

focus of enterprises is shifting

from plain outsourcing to a

more outcome driven model.

The business wants the IT to

play a far greater role in deliv-

ering their business objectives

than simply saying that hey, I

am going to give you a system

to automate a certain process

or that I am going to give you

hardware or software to run

your systems on. Now, we are

seeing more and more conver-

sations focusing on how IT can

help make faster inroads into a

new territory or how it can

help arrest a sliding market

share or deliver a differentiated

experience to their customers

and so on. IT has grown much

beyond simple hardware and

software and evolved into

mainstream business driver.

Second theme that I am seeing

emerge rapidly is this whole

realization by the enterprises

that IT is not their core job.

With the emergence of newer

models like SaaS, Iaas, PaaS,

Cloud technologies and ad-

vancements in data security

and privacy frameworks, IT is

slowly moving out of the prem-

ises of the enterprises and

moving onto Cloud or any oth-

er kind of 3rd party premises.

premises of the enterprises and

moving onto Cloud or any oth-

er kind of 3rd party premises.

Now the expectation from IT

providers is to deliver the busi-

ness requirements from any-

where and using whatever un-

derlying infrastru-



………………………………………………………

DoMS-da-Evince ………………………………………………………

infrastructure. This is also re-

sulting in a big paradigm shift in

the role of internal IT teams

and the CIOs of these enter-

prises. From the first evidences

that we are seeing in this

space, a lot of them a scared of

losing their core jobs and con-

trol to an IT provider but a lot

more are also seeing this as an

opportunity to play a greater

role in the boardroom than

simply being an in-house IT ex-

pert.

Q: Recently there has been a

lot of talk about analytics.

How do you see the function

of analytics in your job?

Response: Analytics is a buzz

word these days. The most re-

cent development on this front

is the rise of Big Data analytics.

But the hype around analytics

and Big Data is actually ground-

ed in reality. With the rise of

social channels and so much of

usage and behavioral data be-

ing generated every second,

analytics becomes extremely

critical tool in your hands that

can give you actionable insights

on which you can base your

business decisions.

As a marketer, analytics is cru-

cial for me. It tells me how and

where to find my consumers,

understand what they are talk-

ing about and then tweak my

message for greater impact and

deliver it in the right format

through the right channel.

That’s what it boils down to ul-

timately. In today’s business

and consumer environment,

you cannot afford to not know

“things” about your consum-

ers. This ignorance could prove

costly as it could lead to losing

your customers or revenue or

even the brand equity. That is

where the analytics can be a

powerful differentiator.

Q: What has been the most

challenging role so far? Would

you like to share any inter-

esting incident with us?

Response: Well it’s been close

to 5 years that I have been

working and I’d say I have been

fortunate to be in situations

that stretched my limits and

prodded me to think beyond

the obvious. In Bajaj, I was dou-

bling up as the Digital Brand

Manager for Pulsar, just after

completing my MT program I

was given the charge of this

portfolio and entrusted with

overhauling the brand image of

Pulsar on digital channels. I

think one of the most challeng-

ing aspects of that responsibil-

ity was to actually translate the

digital technology, the metrics

etc. into more traditional me-

dia terms to my internal stake-

holders who were not too

glued into these channels. I re-

member running sessions simi-

lar to“evening school for the

grown-ups” sensitizing them to

the social channels, their busi-

ness usage, case studies and

stuff and of course meeting

with stiff resistance and their

difficult questions. Imagine be-

ing the youngest member in

the team trying to take ses-

sions of a bunch of 50 yr old

Sr.Management guys about fa-

cebook, twitter, pinterests and

so on.

At Infosys, it’s almost like work-

ing in a startup mode as Infosys

has traditionally been an ex-

tremely process driven IT ser-

vices bulwark for ages now and

product marketing / product

development culture is new to

the organization. That brings its

own set of issues. But it’s been

a roller coaster ride so far with



………………………………………………………

DoMS-da-Evince ………………………………………………………

its own thrills and challenges.

Right from not knowing any-

thing about a particular domain

and still having to pick the do-

main quickly and develop com-

munication in short time to

getting drawn into global

launches at the 11th hour and

given ownership of complete

tracks to hosting the Executive

meetings for Shibu and Kris on

behalf of my unit, it’s been a

hell of a ride.

Q: Any message for the read-

ers, especially for the current

batch of DoMS

Response: My message would

be to pick up strong fundamen-

tals in the subjects of your

choice – could be finance, mar-

keting or whatever is that you

like and lay an equal emphasis

on acquiring soft skills like

presentation skills, communica-

tion skills, organization skills

etc. and arm yourself with the

right attitude to complete your

professional outlook. These

things go a long way in ensur-

ing that you stand out from the

rest when the right opportuni-

ties present themselves and

never be afraid of trying be-

cause unless we try we won’t

really know what works and

what doesn’t would we.

Another thing I have learned is

that the college names and

similar legacies can take you

only so far in your career. What

really matters after this initial

layer of legacies shred down is

the real content that you have

in you and that is where the

above things I mentioned

makes the world of difference.

As Carl Lewis said – “I may be

walking slowly, but I never walk

backwards. But whenever I

walk backwards, it's for a long

jump”…so prepare for your

long jump DoMsonians. All the

best to you guys!!


“It is our

choices, that show what we truly are, far

more than our abilities.”

J. K Rowling


Success Story ………………………………………………………

………………………………………………………

Advertising is often associated

with the creativity and is con-

sidered a niche area. Here we

present you one of the well

known faces of Ad-world, Mr.

Prasoon Joshi. Prasoon Joshi

was born in 1971 and spent his

early days in Uttarakhand, In-

dia. His father being a govern-

ment official, he got to travel

widely across the states viz. Al-

mora, Nanital, Dehradun, Tehri,

Chamoli, Meerut, etc. His

mother was a lecturer in politi-

cal science and used to per-

form for All India Radio. All the-

se factors contributed to Pra-

soon’s academic discipline, a

sense of music and culture

which is now evident in his cre-

ative work.

Prasoon’s creative work started

at the tender age of 17, with

his first book, ‘Main Aur Woh',

a conversation with himself.

Later he did his B.Sc. & post

graduation in Physics and then

Master of Business Administra-

tion from Institute of Manage-

ment Technology, Ghaziabad.

During his MBA days he decid-

ed to make use of his creative

skill, academic rigour, love for

music etc. therefore he decid-

ed to join advertisement world.

His career started with Ogilvy &

Mather (O&M) Delhi. He

worked there for 10 years after

which he joined McCann-

Erickson, in early 2002, where

he was elevated to Executive

Chairman for McCann World

group India and Regional Crea-

tive Director Asia Pacific in

2006.

Prasoon also made a mark in

the film industry. He made a

debut as lyricist in Lajja di-

rected by Rajkumar Santoshi

which soon led him to Hum

Tum directed by Yash Chopra

and a series of other movies

like Fanaa, Rang De Basanti,

Taare Zameen Par, Black, Delhi

6 and most recently Bhag

Milkha Bhag.

Prasoon has been credited with

highly popular advertisements

which have created waves in

the market. Most of his adver-

tisements have been a great

marketing success with an in-

crease in sales of product. The

most viral advertisement has

been “Thanda Matlab Coca Co-

la” which created tsunami in

the media and established

huge brand equity for the Coca

Cola. Additionally, he is credit-

ed with many other advertise-

ments for leading business

houses such as NDTV India,

Saffola, LG, Marico and Perfetti.

Due to the success of these ad-

vertisements he has rightfully

earned the title of "The Ad

Guru of India".

Prasoon Joshi is a well known name in the ad-world and film industry. He is an alumnus of IMT Ghaziabad and currently President South Asia at

McCann Erickson.



Success Story

………………………………………………………DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

………………………………………………………

He has many accolades to his

credit. In 2006 he won Young

Global Leader 2006 by the fo-

rum of Young Global Leaders.

In 2007 he was invited to

Cannes as jury chairman. In

2009 his name was featured

among 10-member Cannes Ti-

tanium & Integrated Jury 2009

at the Cannes Lions Interna-

tional Advertising Festival

2009. In film too, he was

awarded several times includ-

ing national award. Prasoon’s

career is a great example for

anyone who would like to build

a career in media planning,

branding or advertising.



………………………………………………………

Regardez I’economie ………………………………………………………

Financial Administration con-

tains 2 words Finance and Ad-

ministration. The word finance

means monetary resource and

administration means to organ-

ize and manage human efforts

for greater objective. Thus, Fi-

nancial Administration refers to

making money available to

multitude branches of an or-

ganization, entity, office etc.

Day-to-day activity of these or-

ganizations depends on availa-

bility of funds, for government

owned companies it has even

greater significance as it has a

direct effect on the welfare.

Hence, it has been rightly stat-

ed by Llyod George that

“Government is finance, take

out finance, there is no govern-

ment.”

Just as a mother (as a manager

of the house) needs money

(finance/fund) to run the

house, government as a man-

ager of Country need finance to

run the country. The govern-

ment gets its finances through

taxation, fees, charges etc.

Since the revenue being raised

is public money, it can be safely

assumed that finances being

provided to government on

condition that the money

raised from society will be

spent for public purpose. Gov-

ernment raises money from a

plethora of sources to meet

maintenance, development as

well as running expenditure of

public administration. Overall

financial administration is a

term which encompasses fol-

lowing characteristics:

(1) To make budget, i.e., of the

approximation of the reve-

nue and expenditure for the

coming financial year,

(2) Getting these estimates ap-

proved by the Legislature

Financial Administration



………………………………………………………

Financial Administration ………………………………………………….

known as ‘Legislation of the

Budget’,

(3) To put budget into execu-

tion i.e., regulation of the

expenditure and raising of

revenues,

(4) Treasury management func-

tion, i.e., safe custody of the

funds raised and arrange-

ment for the required ex-

penses to meet the liabili-

ties; and

(5) Dissemination of the ac-

counts by the executive and

the audit of these books

According to L.D. White, “Fiscal

management includes, as its

principal sub-divisions, budget

making followed by the formal

act of appropriation, executive

supervision of expenditure

(budget execution), the control

of the accounting and reporting

system, treasury management

and revenue collection and au-

dit.”

The current trend is to-

ward efficiency and profession-

alism in financial administra-

tion. In this two steps are out-

lined. One, the government has

to be efficient in expenditure

and must levy reasonable tax.

Two, the government has to

form well thought out policy

for overall economic develop-

ment. Moreover, in order to

assist the government more

and more private participation

through PPP, BOT, BOOT model

are being thought of. Hence, in

future government activities

will shrink and there will be less

demand from the society to

pay tax. As a result we are go-

ing to witness the policy of

‘state minimalism’ when the

full efficiency of both the gov-

ernment and private sector will

be realized. Third world coun-

tries have been advised by the

world bank and international

funding agency to minimize

governmental activity by shar-

ing, giving responsibility to the

private sector. This will surely

help to reduce large scale bur-

den on government and gov-

ernment can in future perform

with much efficiency in the re-

maining areas like social sector.

Overall this new approach will

lead to societal and economic

development.

Budgeting is a tool of

management, it is an instru-

ment to achieve good govern-

ance, instrumental behind eco-

nomic reforms and is reflected

in the financial health of the

country. Budget is a document

which incorporates not only

the revenue and expenditure

but it also shows the picture

related to the past, present and

future of the country in finan-

cial aspect. Through budget

government can change socio-

economic society in the coun-

try. Government can initiate

structural, procedural and be-

havioral reforms in an organi-

zation. Budget not only deter-

mine the internal organization-

al culture but also the external

environment.

There are various types

of budgets. Most often we re-

fer to Traditional Budget. It is

accounting-oriented and it re-

fers to a list of all planned ex-

penses and revenues (is also

known as line item budget, in-

cremental budget, deficit budg-

et, legal budget). On the other

hand, Performance Budget re-



………………………………………………………

Financial Administration ………………………………………………………

flects the input of resources

and the output of services for

each unit of an organization

(according to in-

vestopedia.com). This type of

budget is commonly used by

the government to show the

link between the funds provid-

ed to the public and the out-

come of these services. There

is also a concept known as Zero

Based Budgeting (ZBB) which is

also called survival budget. It is

rationalization of all provisions

every year and examination of

the program or responsibility

from scratch. ZBB is a control

technique as every function

within an organization is ana-

lyzed for its needs and costs in

the present year without con-

sidering previous year’s ex-

penditure, so in these each

budget starts afresh irrespec-

tive of its past. Gender Budg-

eting is a recent phenomenon

and a part of the gender main-

streaming strategy. It started in

Australia in 1980’s and by 2002

around 60 countries experi-

enced gender budgeting. Gen-

der budgeting always lays em-

phasis on the gender perspec-

tive at various stages of budget

development. In contemporary

world there is a realization that

‘center of development‘ lies in

the empowerment of women.

Therefore countries have been

tackling gender related issues

in a systematic manner by gen-

der budgeting.

Monetary policy

It plays a vital role in a develop-

ing economy like India. Its ob-

jective is to control the flow or

supply of money, often focus-

ing on interest rates like Liquid-

ity adjustment facility- Repo

and Reverse Repo, CRR, SLR

etc. for the purpose of eco-

nomic growth and stability. The

other goals include relatively

Stable Prices, Promotion of Ex-

ports and Food Procurement

Operations, Controlled Expan-

sion Of Bank Credit, Restriction

of Inventories, Promotion of

Fixed Investment, Desired Dis-

tribution of Credit, Equitable

Distribution of Credit, to Pro-

mote Efficiency, Reducing the

Rigidity and low unemploy-

ment.

Monetary Policy is related to

the availability and cost of

money supply in the economy

in order to attain certain broad

objectives. The Reserve Bank of

India keeps control on the sup-

ply of money to attain the ob-

jectives of its Monetary Policy.

Monetary policy is one of the

economic policy. Monetary Pol-

icy according to in-

vestopedia.com is “The actions

of a central bank, currency

board or other regulatory com-

mittee that determines the size

and rate of growth of the mon-

ey supply, which in turn affects

interest rates. Monetary policy

is maintained through actions

such as increasing the interest

rate, or changing the amount

of money banks need to keep in

the vault (bank reserves)”.

Monetary policy could be of

two types in nature, expansion-

ary or contractionary. An ex-

pansion policy means to in-

crease the supply of money in

the market by lowering the in-

terest rates. This is done to give

impetus to economic develop-



………………………………………………………

Financial Administration ………………………………………………………

ment and lower unemploy-

ment. While in contractionary

policy, the supply of money in

the market is decreased by in-

creasing the interest rates.

According to investopedia.com,

meaning of the term fiscal poli-

cy stands for “Fiscal Policy is

the means by which a govern-

ment adjusts its levels of spend-

ing in order to monitor and in-

fluence a nation's economy.”

Government spending policies

that influence macroeconomic

conditions. These policies

affect taxes, interests and gov-

ernment expenditure, for con-

trolling the economy. Basically

Fiscal policy deals with the tax-

ation and expenditure deci-

sions of the government. It is

the sister strategy to monetary

policy with which a central

bank influences a nation's mon-

ey supply. These two are used

in different combinations to

direct a country's economic

goals.

Fiscal Policy is formed by the

central government. Its prime

objective is to see that its three

pillars (viz. debt, expenditure &

revenue) is in proper shape.

Fiscal policy deals with the tax-

ation and expenditure decision

of the government. It is com-

posed of several parts like tax

policy, expenditure policy, in-

vestment or disinvestment

strategies and debt or surplus

management.

These are some of the tools for

financial administration. A note

of caution, these objectives can

be effectively reached only if

public expenditure, borrowing,

taxation and lending are effec-

tively used.


By-

Nilaya Mitash Shanker Abhinav Kumar Singh

DoMS, IIT Roorkee (2012-2014) Tata Consultancy Services

[email protected] [email protected]




………………………………………………………

Spotlight

Management Education is al-

ways spoken in the same

breath with personality devel-

opment. And what better way

one could find out other than

sports. DoMS, IIT Roorkee be-

ing a premier business school

of the country, always plays a

proactive role in this regard.

Recently it conducted Exuber-

ance 2013.

Exuberance is the annu-

al sports meet of DoMS, IIT

Roorkee in which MBA stu-

dents from first and second

years play against each other. It

is basically a test of nerves, tal-

ent, confidence and ability to

stand the pressure. The bene-

fits are manifold. Not only it

imparts basic management

skills like teamwork and perse-

verance, it also serves as an ice

breaker between the two

batches. The fun element and a

relief from the hectic schedule

is always an add-on. Needless

to say, it is one of the most

sought after and awaited

events of the department.

This year the Exuber-

ance was conducted between

22nd to 26th of August 2013.

There were a number of games

conducted in which students

wholeheartedly participated. A

number of games were played

where students from both

batches competed against each

other. The games that were

played included Football, Table

Tennis, Chess, Carrom, Pool,


EXEBURANCE 2013


………………………………………………………

………………………………………………………

EXEBURANCE Snooker, Squash, Badminton,

Basket Ball, Volleyball, Cricket

and Lawn Tennis. It was a neck-

to-neck fight between the two

batches. The excellent sports

facilities at IIT Roorkee were

utilized for the same.

The event was inaugu-

rated by Prof. Sushil, DoFA, IIT

Delhi on 22nd August 2013.

Other dignitaries who graced

the occasion were Dr. Santosh

Rangnekar, Dr. Zillur Rahman,

Dr. Vinay Sharma, Dr. Rajat

Agrawal and Dr. A. Ramesh.

The event was conducted and

facilitated by SportsCom, the

sports club of DoMS, IIT Roor-

kee. Dr. Rangnekar, HoD intro-

duced the honoured guest

about the department and

event. A candlelight ceremony

also took place. This marked

the official opening of the

events and stage was set for

the various breath taking

matches.

The next few days were

as hectic yet as entertaining as

they could be. Students from

first and second year battled

with each other for the winning

trophy. Both teams were

equally competent and it was a

close fight with each other. It

was next to impossible to pre-

dict about anything. For exam-

ple, the first year proved their

mettle in games like basket ball

and football whereas second

year came out as victorious in

volleyball and badminton. The

fight was so intense that peo-

ple were not sure even before

last few hours of closing. The

first years were leading in the

game till last few hours.

Sports meets are famous

for turnarounds and this year

we witnessed one such occa-

sion. In the last few hours se-

cond year put all their energies

and won carom, chess and ta-

ble tennis. This dramatic per-

formance by second years have

turned the tide and finally

placed the trophy in their bas-

ket. However first years fought

valiantly and it was well recog-

nized and appreciated. The

basic purpose of any sports

event is to spread the happi-

ness and bonding and the Exu-

berance achieved this in totali-

ty. A brief closing ceremony

was organized on 27th August

2013 to award the trophy and

thanking everyone for their

support and cooperation. Exu-

berance may have been over

but the memories are always


Perspective| Chlorophyll | Qutopia | DoMS da Evince | Success Story | Regardez I’economie | Spotlight

………………………………………………………

Department of Management Studies, IIT Roorkee

Roorkee - 247667, INDIA

Comment/Feedback Mail to : - [email protected]

Contacts: Nilaya Mitash Shankar (+91-9415580227)

Sharad Shrivastava (+919627419049)

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